TY  - BOOK
AU  - Percy, Larry
AU  - Rosenbaum-Elliott, Richard
TI  - Strategic Advertising Management/  Fifth edition
SN  - 9780198703655
PY  - 2016///
PB  - Oxford University Press; 
KW  - Adevrtising
KW  - HF5801-6182 Commerce- Business- Advertising
N2  - Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan
ER  -